RWE Supply & Trading (RWEST) are a leading global energy trading company. But with brand awareness on the floor, we needed to get early careers STEM candidates to realise that a career here offers a fantastic opportunity to help change the energy sector, whilst developing expertise across a choice of more than 50 rotations. 

Experts from across SMRS held a one-day Youth Marketing Masterclass with stakeholders from across RWEST. We talked frankly about RWEST’s challenges, evaluated current creative, discussed competitor analysis and collaborated on how early careers and social media trends could benefit RWEST.   

We also ran focus groups with students across Germany, Singapore, the US and the UK, to explore what sets RWE apart for the next generation. And a distinct theme emerged: Choice.  

The big idea then came naturally: From here, you have choice.   

Senior stakeholders, current graduates and apprentices were involved from day one - setting the vision, starring in videos, and acting as ambassadors. It enabled us to: 

• Gather people stories and create a messaging framework.   
• Build an asset toolkit covering social, digital, OOH and their website.   
• Develop design/copy motifs that reflect RWEST’s climate neutral plans.  
• Activate through a range of media and channels.  
• Embed tracking and reporting.   

Working closely together, we created polished video and photography. Filming across three locations was tricky (hello, live trading floor!). But we did lots of engagement work to get everyone on board, out of their comfort zone and stuck into filming. We even got the CEO, COO and CFO involved!